ZOOMLION’S ENTRY INTO THE AFRICAN MARKET THROUGH LOCALISATION AND RELIABLE EQUIPMENT PART 1

Zoomlion participating at the 2023 Big 5 Construct expo 

Zoomlion, a prominent Chinese heavy equipment company, is making significant strides in expanding its presence in the African market. With a localisation strategy and a commitment to reliable machinery, it aims to cater to the unique needs and challenges of African countries. This is Part 1 of a two-part article.

Zoomlion has established its own subsidiary in South Africa, operating as a 100% owned entity. As part of the EMEA (Europe, Middle East and Africa) group, Zoomlion South Africa falls under the purview of the Dubai office. The decision to establish a subsidiary in South Africa showcases its dedication to localising its operations and serving customers effectively within the African market.

Gregory Bloom, area marketing manager: Zoomlion South Africa, explains that the brand’s differentiator lies in offering reliable machinery with a low cost of ownership compared to other brands. “The company’s equipment, including concrete pumps and static batch plants, undergoes rigorous testing in various global markets and diverse climates. With research and development centres around the world and 15 different points of manufacture, Zoomlion ensures that its machinery performs optimally before reaching customers. By conducting extensive testing, we guarantee that the equipment meets the specific requirements and local conditions of each market in Africa.”

The African market poses unique challenges, and by tailoring its equipment to the region’s distinct needs, Zoomlion ensures optimal performance in African conditions. “For instance, the tractors designed for Africa are specifically engineered to handle different soil types and environmental factors. Similarly, our concrete mixes are formulated to meet local consumption demands and have undergone testing to ensure compatibility with African construction projects. Our local sales, maintenance, and repair teams provide dedicated support to customers, ensuring smooth operations and addressing language barriers,” explains Bloom.

Zoomlion has been present in South Africa for approximately 15 years, but the brand’s visibility and representation had varied. Now, with the establishment of the South African subsidiary, Zoomlion aims to strengthen its presence and distribution network in the country. The company plans to expand its footprint in other African countries, including Zimbabwe, Botswana, Zambia, Mozambique and Kenya. By strategically positioning local teams and product line managers from China, Zoomlion ensures that customers receive personalised support, including product specification, machine operation, training, and maintenance.

Continued in Part 2…